The premise is simple enough: Men need help buying gifts; Thoughtful connects to Facebook to surface local experiences and gift recommendations that match their mates’ tastes.

Thoughtful curates gifts sourced from local merchants who work with the startup to feature their products and experiences. Gifts start at $25 and include affordable spa options or much pricer fare: clothing, accessories, Valentine’s Day dinners and romantic weekend getaways.

The service will continue to keep track of important birthdays, anniversaries, and special events and will follow up with reminders to ensure the user’s gift-buying plans are prepared accordingly.

This begs the question of course, in augmenting ourselves and our connecting behaviors in this way, are we likely to become thoughtless human beings?

Maybe, but ultimately, I am guessing the Thoughtful team has great intentions to benefit human connectivity in authentic ways. On their website, they are articulate the essence of the conundrum:

We feel, even on our ornery-est days, that most people are fundamentally good, and in fact, would like to be better. The simple fact is there’s just not enough time in the day for most of us to act on all of the great ideas that cross our minds, or even sometimes to do the really important things that remind the people around us that they matter to us. Our lives are full, work is consuming, and family routines become increasingly hectic and crazy.

As we build out the vision of Thoughtful, we hope to make it easier for people to act on their best impulses, and have some fun along the way.